Schmackos has launched a new multi-channel campaign based on a nationwide search for missing dog, Roger - star of the brand’s television commercials.
The interactive competition-based campaign, created by SapientNitro Melbourne, has seen more than 15,000 power poles across the country flagged with ‘lost dog’ posters offering a $250,000 reward for the return of Roger.
A ‘search party’ website has been created at www.wheresroger.com.au from which customers can follow a series of clues posted weekly for eight weeks. Each clue will lead people towards correctly guessing the location of Roger.
The competition’s major prize winner will receive $250,000.
The campaign, which runs until mid July, includes above the line promotion via outdoor, print, radio, point of sale, and television, together with social media components (including an online video - seen above).